Sunday, September 25

The physical store resists losing its hegemony

In just a few years, retailers have evolved and reinvented themselves in order to offer their customers an integrated experience that cannot be compared to the “world before covid-19”.

The mobile is the gateway to the physical store

Although 93% of consumers look for their products online before making the purchase, six out of ten customers make their purchases in the physical store. So what must businesses change to adapt to this digital consumer?

At Tiendeo, a platform specialized in drive-to-store solutions for the retail sector, we consider it important to follow these two trends. First of all, the digital consumer wants to access all the available information from the sofa at home or anywhere else: prices, products, availability, services, the possibility of chatting with an advisor, making an appointment … The store Physical must guarantee this shopping experience, otherwise you lose the possibility of influencing consumer decisions and consequently sales.

Secondly, once the consumer is at the point of sale, he wants to live an experience without any friction: avoid waiting, long lines at the checkout, empower the customer with other purchase alternatives and can decide whether you want to use your mobile as a core element in your purchase process.

A space with immersive brand experiences

Despite the digital revolution, going to the physical store continues to be an experience that allows consumers to connect with the staff who serve at the point of sale: advisors who help them choose what type of garment or products can suit them best. more suitable for their food. Thus, physical commerce is going from being a transactional place, where you only buy and sell, to a connection space between the consumer, the brand and its community, with a clear social role.

No one can erase all the strengths of the store. At the end of the day, we are individuals seeking to connect with other sensation-seeking people, but with digital shopping the consumer has learned to use the best of both worlds to create a seamless and improved shopping experience.

The physical store has to adapt to new trends by adding technology as a primary element in its communication strategy with the consumer. The mistake would be to think that they are exclusive, when in fact they complement each other, since the union of both generates unique omnichannel shopping experiences, which open the doors to a more avant-garde and competitive future.

Despite what it may seem, physical commerce should not disappear but rather reinvent itself and adapt to the figital concept, a combination of the physical and the digital. The figital is a term that has emerged in response to changes in the physical establishment and consumer demands. In short, it is a process of transformation of physical points of sale that include new technologies in the sales process.

In this post-covid context, the figital represents a real opportunity for physical stores to recover. It stimulates the customer’s senses and immerses him in a fluid environment in which the purchase is facilitated. As a result, the customer experience is optimized and brand loyalty is increased.

Invest in technology for better integration

Integrating the figital means reinventing the store model, in particular through the use of digital technologies such as local advertising campaigns to attract customers to the point of sale.

In addition, the use of digital technologies improves both the image of the brand and the physical store, offering new services with high added value for the consumer such as: accessing product information, checking its availability, finding out prices from a barcode or even check loyalty points.

In this new era, keep in mind that customers are less and less willing to spend time searching for items in the store. Thanks to digital devices (smartphone, tablets, PC, and even TV), acquiring any item is easier than ever.

Thus, the consumer can choose the product they want, and decide the collection method, go directly to the physical point of sale, receive it at home or reserve it and pay for it at the same place. Different delivery methods that increase consumer flexibility when picking up and paying for their purchase.

Another example is the interactive catalogs that attract the attention of the consumer with their promotions on any type of device, with the aim of creating a totally unified experience that integrates immediacy with the experience through the “customer journey”. An attractive, personalized and even immersive experience where interaction plays a fundamental role.

The retail sector is in the process of transformation. It is no longer just about trying to integrate the digital world into the real world, but about shaping the real world to the image of the digital world, adopting its codes, languages ​​and logics, with the aim of creating integrated experiences that bring together the best of both. worlds.

Traditional brick-and-mortar stores must learn to combine their activity together with the limitless possibilities of the digital world in order to generate unique, personalized and frictionless experiences during the consumer purchase process.

Country manager of Chile, Argentina and Peru of Tiendeo.